ISSE is a fun place to visit. It’s like convention plus beauty playground all in one with cocktails and education on the side. If you are a stylist, aesthetician, nail pro, or aspiring to be in these professions, this is definitely the show you visit on the west coast.
I attended on Sunday — the second of the three day show– and it was packed!! It was hard to get around and I missed new brands that participated in this show and didn’t get to talk to some that I did want to snag some time and news.
Farouk Dazzles Audience at ISSE!!
Known for bringing in some of the biggest names in the beauty industry, ISSE 2010 featured overflow crowds for classes and presentations by Tabatha Coffey, Charlie Price, Ruth Roche, Karg + Blackwell, and Martin Parsons among the many people providing seminars.Tabatha Coffey
Key exhibitors included: Conair / Rusk, Vidal Sassoon, OPI, TIGI, CND (Creative Nail), Clairol Professional, Farouk / CHI, Moroccan Oil, Global Keratin, and Sally Beauty Supply along with first-time standouts California Meltology, Nordic Hair Contrast, Belvada Cosmetics, and Color Spatch.

Interview with ISSE Spokesperson, Brad Masterson
From the renowned Technical Theater to the Latino Fashion Theater and International Fashion Theater, attendees were able to view and interact with some of the most respected industry professionals and gain insight into the trends, both in beauty treatments/products and overall business management, in an effort to help better position their careers.
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One new educational experience offered at ISSE 2010 was the LFG Fashion Photo Shoot by the Masters. Presented by the Latino Fashion Group (LFG) and taught by famed photographer, Babak, aboard the historic Queen Mary, attendees were able to learn how to produce and shoot a first-rate editorial focused campaign.
ISSE 2010 also hosted for the first time the Legends & Icons Gala, which honored Ann Mincey (legend), Robert Cromeans (icon), and Sonya and Christopher Dove (icons). Attended by nearly 400 beauty professionals in support of the PBA | NCA Cares Fund, the event was not only a beautiful and moving affair, an additional $3,400 was raised for Haiti earthquake relief through a special collection.
PS!! Attendance for this convention was totally sold out. It was over 40, 000 people and many vendors have re-upped for next year as well as people attending. The entire floorplan was changed and thus gave a new vibrancy to the event as well as tons of great vendors.
Stevie Wilson, LA-Story.com

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